The different social media platforms have long played a significant role in the marketing of online shops. But with ever-more shopping tools integrated into social media platforms and given that the time consumers spend on social media is set to continue to rise, shouldn’t online businesses elevate social media from a tactical-marketing media to a strategic channel for sales?
What is Social Commerce?
The concept of Social Commerce covers several key areas, from product reviews and user-generated content, through to advertising and influencers, and buy-buttons and money transfers.
So far, most brands have primarily employed social media to drive traffic to their webshops. But with each extra click a consumer has to take before their decision to buy something can be actualised, there is an increased risk of losing them. So, although the actual purchase usually still takes place in the webshop, social media’s shopping features give consumers the chance to get further information and be ‘purchase ready,’ without having to leave the platform that they are on.
Pinterest is one of the social media platforms that in recent years has added additional new shopping features, e.g., Shop by Brand, Personalised Shopping Recommendations, Shopping Ads, Shopping Search and not least Catalogs, where brands can upload their entire product catalogues to the platform, so that dynamic Product Pins, which contain purchase-related information, are automatically set up.
Read more on Pinterest shopping HERE.
Instagram has launched the feature Instagram Shopping, where a brand can tag up to five products per picture, or 20 products per carousel that is posted on Instagram. When a follower clicks on a picture, an arrow appears beside each tagged product, which, when it is clicked on, displays additional information. Instagram accesses the product information automatically from a product catalogue that is linked to the brand’s Facebook Business Manager. In partnership with selected retailers, Instagram has also introduced Checkout on Instagram, where it is possible to complete a purchase without leaving Instagram – while this is currently only available in the USA, it is not difficult to imagine this soon spreading to other markets.
Read more on Instagram’s shopping features here HERE.
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